Did you know that through carefully researched consumer insight, John Deere was able to significantly increase sales of its lawn tractors? Most men really admired the brand but believed that it was “too much for them.” They could never justify buying it for themselves. Here’s the insight. When their wives were made aware that 8 out of 10 men would prefer a John Deere lawn tractor if given the option, sales significantly increased. The way in was through the gift giver.
Source: Barry Krause, President of Publicis & Hal Riney Chicago in his presentation “Advertising Agency’s View on Corporate Branding” at the American Management Association’s “Corporate Branding: Leveraging Your Company’s Key Intangible Asset” conference in San Francisco on February 24, 1999.
Sponsored By: Brand Aid
